Fonts in Use

Old Navy - First Take

An American clothing and accessories retailer, Old Navy is in fact owned by Gap Inc. In the 1990s, there was an idea to create a retail division that’s branded as a less expensive version of Gap. March of 1994 saw the renaming of Gap Warehouse to Old Navy Clothing Co. Gap Warehouse had been opened in various Gap outlet locations in 1993 and gradually evolved to it’s own image and brand-line.

Named after a bar in Paris, France, the Old Navy division grew rapidly. In 1997 it had become the first retailer to pass $1 billion within its four years of business. Old Navy has a fictional target customer, “Jenny,” who is a married mother of at least one child. In 2011, various Old Navy retail locations began to feature vibrant colours that can be more easily seen with better lighting features. They intended that their demographic find the shopping layouts more efficient and easier to navigate for family orientation.

Old Navy chose the rustic and natural First Take from the BLKBK catalogue in their advertising campaign for Spring/Summer of 2016. First Take can be seen introducing various styles and fashion flair on various forms of media on their website and social media.

A video posted by oldnavy (@oldnavy) on

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Font In Use: First Take (Company: Old Navy/Year: 2016)